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Art and business are often described as worlds apart, even diametric opposites. And yet, these realms are close cousins in creative industries where firms bring cultural goods to market, attaching price tags to music, paintings, theater, literature, film, and…
Hardcover

|September 30, 2004

$84.77 online

$91.00

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The past 20 years have seen an influx of women into the practice of public relations, yet gender-based disparities in pay and advancement remain a troubling reality. As the field becomes feminized, moreover, female and male practitioners alike confront the…

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This book is dedicated to the research of the "pleasure phenomenon" as the most important factor in individual and socio-cultural development. In a society of mass consumption, pleasure-having turned into a commodity and a means of manipulation-defines…
Hardcover

|March 12, 2017

$81.74 online

$90.95

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Social media and ecommerce has an enormous impact in today's wine industry, particularly among the Internet-savvy millennial generation. This book analyzes new communication platforms used in digital wine marketing, allowing students and researchers to…
Hardcover | German

|May 24, 2012

$81.74 online

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Hardcover

|December 7, 2007

$84.50

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This book presents new ideas and tools across a wide range of marketing activities, from product and market selection and definition, to pricing, promotion and distribution. All companies and all managers can and should apply some of the practical advice…

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This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer…
Hardcover

|February 26, 2010

$84.31 online

$91.00

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This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a…

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With more than 60,000 copies sold, this amazing manual has become a classic in its field--and rightfully so. Nowhere else will you find--in one book--so much valuable information on achieving success in the mail order business. Dr. Bill Cohen has drawn on his…

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Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why…
Hardcover

|June 8, 2010

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An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the…